Perpetual Traffic How to Tell If Your Agency Is Performing (Not Just Reporting)
5 snips
Mar 10, 2026 They expose how in-platform metrics can lie and why CRM or store data must be the source of truth. They unpack attribution tricks like view-through and double-counting that inflate performance. They share checks to test tracking and routines to act like a customer. They list sharp weekly and monthly questions to force accountability and spot agencies that only report instead of driving growth.
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Platforms Compete For Credit Causing Double Counting
- Insight: Every ad platform uses its own attribution model and will try to claim credit for the same sale, causing double-counting in platform dashboards.
- Ralph Burns explains Meta can record a view on Monday while Google records a click on Thursday yet Shopify shows only one purchase.
Check Click Versus View Attribution
- Do check click versus view-through attribution in platform reports before trusting ROAS numbers.
- Lauren Petrullo notes Meta's breakdown lets you reveal if high ROAS is all view-through (no clicks) which inflates perceived performance.
Act Like A Customer And Test The Funnel
- Do regularly test the user purchase journey yourself by buying from your site and checking critical flows like buy buttons and calendar bookings.
- Ralph Burns recommends weekly or periodic manual checks and having staff verify key pages.